The Unclear Balance of Advertising Revenue and Tax Payments of Online Giants

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The Internet has had a direct effect on geographic location and consumption. In reality, it matters little where we are physically, since we can access the wide range of consumption offered by the network. The products we buy can be almost anywhere, which makes the borders and limitations marked by the countries of origin and destination of purchases increasingly blurred. This happens with physical goods, but also with other much less tangible elements, such as digital goods and, of course, advertisements.

Because advertising has also ceased to have borders, since we now navigate globally and consume information that has absolutely diverse and varied origins. The media that E-Mail-Datenbank kaufen we access to know what is happening or to read reports and chronicles are less and less a watertight element. And to this is added that the very companies that have become the new giants of the advertising industry thanks to the Internet are also less and less local and much more global. The deck of online ads is shared by Google and Facebook and the two companies are multinationals with a global reach.

And this last point is where one of those great topics of debate comes in and one that the rest of the industry ends up pointing to on a regular basis when it talks about how things have become increasingly difficult and perhaps a little less fair, where and how the new giants of online advertising pay their taxes.Almost all these companies, giants of the tech era , centralize their activity associated with Europe in specific countries, such as Ireland, even though they have offices that depend on them in different European countries. Google, Facebook or Apple have done it. These companies have featured in headlines, analysis and criticism on a recurring basis, as well as having to face pressure from the tax authorities of different countries.